Consumers’ pro-environmental behavior and its determinants in the lodging segment

Li Miao
Wei Wei, University of Central Florida


Sustainable consumption of hospitality products and services has become an increasingly important topic of interest in both hospitality academia and practice. Inducing pro-environmental behavior (PEB) in individuals has been recognized as one of the major challenges on the path to sustainable hospitality consumption. This research examined customers’ PEB in hotel settings. Based on a survey with a sample of 537 participants representing a broad range of demographic strata, this study identified seven dimensions of PEB as manifested in hotel settings (green consumerism, recycling, reuse, conservation, reduction, curtailing, and compromise) and examined the associations of psychological determinants with the seven PEB behavioral types. The results show that hotel customers display the least PEB when compromise of personal comfort is involved. The findings further suggest that the major determinant of PEB in hotel settings is nonenvironmental concerns, such as time and effort involved in PEB. Theoretical and practical implications are also discussed.